Ursa aims to provide unyielding hope and restore the dignity of survivors of sexual assault while empowering communities to end sexual violence.
Through service-focused education, college and high school students are taught how to address sexual violence in their community and to support survivors through interactive activities. This rebrand of Fear2Freedom aims to (1) focus the brand on the(2) provide survivors with discrete materials to aid in their continual healing process (3) give the brand a contemporary voice to engage their student audience
Fear2Freedom focuses itself on providing support to survivors and arming communities with the tools to combat sexual violence. The current name of the organization, while aspirational, runs the risk of feeling disingenuous by promising so much.
Paying homage to the FreedomBear mascot, Ursa draws from the constellation of “Ursa Major” otherwise known as the “Great Bear.” Bears are known for being powerful while being nurturing. Constellations and stars are often associated with hope, enlightenment, and navigation. The values of power, compassion, unyielding hope, education, and the journey to recovery is what the organization is focused on.
During the hospital PERK (physical evidence recovery kit) exam, sexual assault victims’ personal belongings and clothing are often collected as evidence. The Reclaiming Each Step kit looks to be a source of comfort and a helping hand on their road to healing by addressing the physical and mental needs of the victim. These kits are distributed to hospitals and are available to be bought for someone you know in need.
Everything is designed to be discrete and to be of use to the survivor beyond their hospital experience. These are assembled by the students during educational experiences.
-> Tote Bag
-> Appropriately sized shirt, sweatpants, and undergarments
-> True North Resource Card
-> Comfort Item (Ursa Bear and/or Soothing Star)